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Title: Affect on effectiveness of Singtel TV ads.
Authors: Koh, Chat Mein.
Lim, Ee Hwe.
Ng, Puay Tiang.
Keywords: DRNTU::Business::Advertising
Issue Date: 2001
Abstract: The authors reported on whether ads with more affective responses would increase the effectiveness of TV ads in the telecommunication industry. SingTel was used to illustrate on the analysis. Our analysis showed that ads with more affective responses are more effective in generating attention, recall, recognition and purchase intentions.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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